In a surprising development that has sent ripples through the upper echelons of the luxury watch industry, François-Henri Bennahmias—the high-profile executive who spent more than a decade leading Audemars Piguet and successfully steered its annual sales past the $2 billion milestone—has been brought on as a consultant for Hublot.
According to people familiar with the matter who spoke on the condition of anonymity because the appointment has not yet been publicly disclosed, Bennahmias was recently retained to advise and consult for the LVMH-owned watch brand. Despite this high-level addition to the advisory ranks, Julien Tornare, the long-time luxury industry executive who has served as Hublot’s chief executive officer since 2024, remains firmly in his role.
The move marks an unexpected chapter for Bennahmias, whose career in Swiss watchmaking has long been defined by bold, charismatic leadership and high-profile cultural crossovers. Hublot itself, founded back in 1980 by Italian entrepreneur Carlo Crocco, carved out a unique space in Swiss horology through an innovative and frequently irreverent approach to watch design—most notably pioneering the pairing of natural rubber straps with precious-metal timepieces.
Bennahmias stepped down from his leadership post at Audemars Piguet in 2024 after a remarkably successful tenure that transformed the independent manufacturer into an industry powerhouse. Following his departure, the former professional golfer announced his latest entrepreneurial venture in 2025: The Honourable Merchants Group (THMG). At the time of its launch, Bennahmias promised that THMG would bring established watch brands into a new luxury conglomerate that also housed diverse lifestyle ventures, including an electric bicycle company.
While Bennahmias engaged in discussions to acquire ownership stakes in existing watchmakers following the launch of THMG, none of those potential deals have been completed to date. Instead, the luxury constellation announced in July that it would chart its own course by creating an entirely new watch brand named ‘N3W5,’ which is slated to make its official debut at Dubai Watch Week in 2027. His new advisory role with Hublot, therefore, represents a fascinating return to consulting for a legacy maison within a major luxury group, running parallel to his independent entrepreneurial pursuits.
The appointment also arrives amid a broader wave of organizational restructuring across LVMH’s extensive watchmaking portfolio, which encompasses prominent houses such as Hublot, Zenith, and TAG Heuer. Beyond these brands, the French luxury conglomerate oversees fine watchmaking through iconic pieces from Italian jewelry powerhouse Bulgari—recognized globally for groundbreaking collections like the Octo Finissimo and the Serpenti—as well as timepieces produced under its own LVMH marque and the master watchmaking revivals of Gérald Genta and Daniel Roth.
Leadership lines within the division have recently shifted following the departure of former Bulgari Chief Executive Jean-Christophe Babin, who previously held overarching responsibility for the LVMH watch unit comprising Hublot, Zenith, and TAG Heuer. In the wake of Babin’s departure, Jean Arnault—the youngest of the five children of LVMH founder and chairman Bernard Arnault—has expanded his operational oversight. Alongside his ongoing stewardship of LVMH Watches and the revived Gérald Genta and Daniel Roth brands, Arnault now oversees both Hublot and Zenith.
Under the current leadership of Julien Tornare, Hublot has been actively working to reclaim its historical positioning as a top-tier Swiss watch brand. While maintaining its high-visibility sports partnerships—such as serving as a long-standing sponsor of the UEFA Champions League—the maison has strategically adapted its marketing footprint. For instance, the brand elected not to serve as the official watch sponsor for the summer World Cup tournament held across the United States, Canada, and Mexico. Instead, Hublot continues to anchor its global profile through a roster of elite brand ambassadors that features French soccer superstar Kylian Mbappé, legendary gold-medalist sprinter Usain Bolt, and tennis champion Novak Djokovic.
Market estimates from Morgan Stanley place Hublot as the 16th-largest Swiss watch brand by sales in 2025, recording revenues of approximately CHF 460 million, which represented a decrease of about 7% compared to the previous year. Approaching half a century since its inception, the maison has increasingly looked toward its rich heritage for creative inspiration. In recent months, Hublot reconnected directly with its foundational roots by collaborating with original founder Carlo Crocco on the release of the Classic Fusion Tributo, a direct homage to the historic MDM model that launched the brand. Alongside these retrospective designs, the brand has continued its tradition of contemporary art collaborations, including a high-profile partnership with contemporary artist Jeff Koons.
Representatives for Hublot declined to comment on the advisory appointment. Word of Bennahmias stepping into a consulting role at the brand was initially broken by Glitz, a Paris-based publication specializing in the luxury sector.
